Segment Strategist Workshop
Use QDI’s Segment Strategist Workshop as a springboard to develop a successful segment strategy plan. Segmentation has big pay-offs when you apply it in strategy development, product and market planning and sales targeting. In our one-day workshop your sales and marketing team will learn how to build new, effective segmentation strategies to grow your market share.
Why the Segment Strategist Workshop:
- Builds on your sales and marketing team’s customer and competitor knowledge
- dentifies what you don’t know or where you disagree on what you think you know
- Provides a structure to “drill down” on the specifics of “why” behind your market share position
- Uses QDI Strategies’ exclusive Value Management Workbook™ software to structure the evaluation of your “value proposition” and “market presence” versus your leading competitors
- Allows you to test changes in your offering and model the impact on your sales and market share
- Increases cross-functional understanding of the market by providing a forum and framework to compare different perspectives
- Projects your market share and sales based on the strength of your value proposition and market presence
Agenda
Prep Stage – Two-Day Planning Session
In this stage, QDI consultants lead your project manager through an analysis of your market to define the key segment to study and the specific benefit criteria customers look for in your product category including the benefits both you and your competitors offer. We weight these benefits based on what you believe is important to the customer. The outcome is a detailed framework that your sales and marketing team can use to evaluate their own and their competitors’ performance
We use a similar process to define and evaluate the dimensions of each competitor’s market presence.
One-Day Workshop
The first step of the workshop is to build a complete model of the market as it is today. Each participant is provided with QDI’s Value Management Workbook™ and a laptop. We brainstorm alternatives to your current value proposition and/or market presence and evaluate their impact on your sales and share. This process ultimately identifies the most profitable segment strategy.